Novecento
Art Production & Illustration
As a part of JASTOR Brand Imageneers, under the creative direction of brand visionary, Jason Torres, I assisted with the production, illustration, and creative copy for the brand redesign of Novecento.
Novecento has been around since 1991, so when it came time for a facelift, the JASTOR team was excited to update the brand so today's consumers can still relate to it. The rebrand captures the Argentinian culture and Italian influences in typography, but the sleek lines and simple shapes make this brand universal and engaging to Millennials and Generation-Z.
Original Logo
JASTOR Redesign
Under the Creative Director's guidance, I filled my sketchbook with every kind of Argentinean trope and item we could think of. For weeks, JASTOR's studio became pun central as we looked into Argentinean sayings and soccer chants. We used these illustrations like chimichurri on asado to develop the brand language. This was eventually adapted into the menu and wax paper designs as well.
